In the previous post, we described one way in which customer service satisfaction surveys can help you discover hidden gold right beneath your feet. Now we’re going to talk about a few more. Sometimes, the way that things work is obvious – and sometimes it’s not so obvious. For example, you can find plenty of gold in customer complaints. Consider this scenario:
When you analyze your customer satisfaction feedback, you find that your customers are telling you that they’re dissatisfied with a service or a product that you offer, and what they keep saying is, “You just aren’t doing it the right way; you aren’t giving us what we need!”
Now that doesn’t sound like a very promising way to find gold, does it?
But listen a little more closely. Maybe one or two of them are adding something like this: “But then again, nobody else around here is offering what we really need, either.” The minute you hear that, you should be thinking, “That’s an unmet need, and an unmet need in my market is like a vein of pure gold!” Because if nobody’s offering what your customers really want, you can be the first meet that need, and the first to do it the right way.
But valuable information doesn’t always fall into your lap, of course. Maybe all you hear is that your customers aren’t happy with what you’re doing. Well, if that happens, you can still prospect for gold – and you may find it in some very unpromising situations.
If customers are complaining about the way that you deliver a service or a product, you can contact them to find out a little more. In fact, if you’re using Compechek’s ASK-LISTEN-RETAIN system for building customer loyalty and retention, it will require your store managers or other responsible management staff to make follow-up calls to unhappy customers and resolve their problems.
In those follow-up calls, you or your store managers can ask a simple question: “Are any of our competitors delivering that service or product in a way that works for you? can you tell us what they’re doing right that we’re doing wrong, or aren’t doing at all?”
If they tell you that nobody’s delivering what they need, you’re in there first. If they tell you that the competition is doing it the right way, you can find out what they’re doing, and look for ways to improve on it. After all, while being first is valuable, being best is worth a lot more!
So the next time you take a look at the results of a client satisfaction survey, think of it as prospecting for gold – and you may just strike it rich!
If you would like to know more about how the ASK LISTEN RETAIN System or how it can help create customer retention and loyalty, please contact us.